IBM GRAPHIC NOVELS
THE CHALLENGE
CIOs are often buried under generic B2B messaging, making it hard for IBM to break through and spark meaningful engagement with this critical audience. We needed a way to humanize IT leadership and inspire CIOs to see themselves as true change-makers.
THE IDEA
Reimagine CIOs as modern heroes through an unexpected format for IBM: graphic novels. Built around the platform “What ‘I’ Can Disrupt,” the campaign turned complex IT challenges into bold, visual stories of innovation and leadership.
THE DISRUPTORS: VOLUME 1
This graphic novel follows Zola, a visionary CIO, as she and her team respond to a devastating natural disaster. Faced with chaos, they harness digital transformation, cloud APIs, and rapid innovation to deliver real-time solutions that help communities recover faster.
THE DISRUPTORS: VOLUME 2
In this chapter, the spotlight shifts to David, a CIO facing mounting IT complexity and pressure to innovate faster. As his team battles overwhelming workloads, security threats, and the challenges of modernization, David embraces AI and IT-as-a-Service to simplify operations and free his people to focus on growth.
THE DISRUPTORS: VOLUME 3
This story follows Tatsuya Sasaki, CIO of Kaneda Automotive, as he leverages data-driven insights to keep his company ahead in the fast-paced automotive industry. Facing fierce competition and the demand for innovation in electric vehicles, Tatsuya uses advanced infrastructure and AI to anticipate challenges, optimize production, and deliver the cutting-edge solutions customers expect.
RESULTS
The three-part series cut through the noise, driving a 35% lift in CIO program engagement. By humanizing CIOs as visionaries with unique “superpowers,” we reshaped how IBM connected with its executive audience—making transformation feel not only possible, but personal.
ROLE
As Creative Director, I pushed the team beyond IBM’s traditional comfort zone, championing a fresh storytelling format. The client bought into the idea by showing how narrative-driven design could transform dry IT concepts into compelling human stories.